1. #ContentGoals

For many brands, there’s an automatic pressure to create content. No one wants to get caught with their pants down because they don’t have an Instagram strategy. Well should you have an Instagram strategy, local law firm?

Content is a powerful enterprise tool, and just like you wouldn’t go to the hardware store just because you don’t have a planishing hammer, neither should you invest in content if you don’t know the job it needs to perform.

Step one is to take another look at your enterprise goals. These are the things you can easily justify the resources to achieve. Content will demand resources and while not as costly as major paid initiatives, an organic strategy isn’t cheap. It also takes longer to gain momentum. Linkedin argues you need both. Make sure your initiative is defensible from go by mapping out how it moves the needle.

Don’t worry if the goals are qualitative or quantitative. We’ll talk later about metrics, but a surprising amount of what good content can do for you can be measured if you know where to look.